Employer branding campaign discovering careers beyond the workplace

Bosch operates in a world of complexity: engineering, global innovation, and highly specialised roles. Within the Dutch organisation, thousands of employees work across multiple divisions on a wide range of technologies and projects.

This breadth makes Bosch unique, but it can also make work beyond one’s own team less visible. At the same time, Bosch wanted to make this reality visible externally, towards the labour market.

Bosch was looking for a way to give employees insight into what happens beyond their own team. By making internal stories visible, the goal was to create more pride, curiosity and connection. The challenge lay in bringing different divisions together and showing the full scope of the work.

Externally, a similar challenge exists. Employer communication easily becomes generic, while the real story lies in the daily work and the people behind it.

People don’t choose an employer based on technology alone. They choose based on meaning, pride and a sense of belonging.

Bosch’s strength isn’t just what it builds, but how it builds: through long-term thinking, craftsmanship and responsibility. When these values are translated visually, the employer brand can speak without over-explaining.

“We didn’t want to promise a future, we wanted to show how it’s built.”

The concept is built around discovery. Together with Bosch, we spoke to nearly fifty employees across six Dutch divisions. They shared stories about diverse projects and career paths that span multiple divisions.

Employees take centre stage. They open the door to their world and invite colleagues — and the outside world — to look beyond the boundaries of their own workplace. Always real, always grounded in daily work.

The campaign was translated into hero videos, social content and DOOH. Employee stories formed the foundation for all formats.

Content was filmed across different Bosch locations and deployed across internal channels, organic media and paid campaigns. This ensured one consistent narrative across all touchpoints.

The campaign made the breadth of Bosch visible from within. Employees gained more insight into each other’s work, strengthening pride, curiosity and connection.

At the same time, the campaign clearly showed externally what Bosch stands for as an employer: an organisation where people, craftsmanship and responsibility are central.